Packing a punch

30 October, 2012

Page 44

Shloer berry punch limited edition is back following its huge success last year. In the 12 weeks leading up to last Christmas, Shloer sales increased by 12% adding an extra £1.4m to the value of the adult soft drink category. The berry punch limited edition accounted for 72% of those incremental sales (Nielsen data).

Shloer will be driving awareness of this variety through a high-profile consumer PR campaign; digital activity with 42,000 fans on Facebook and the Shloer website (www.shloer.com); and an e-newsletter being sent to the brand's database of 38,000 consumers.

It will also benefit from the halo effect of the £16m marketing spend behind the brand this year. Retailers can obtain free point-of-sale from the POS hotline 0800 917 3450.